What's the DNA of a powerful marketing message?

Uploaded by FastForward on 09.07.2010


CAROL PHILLIPS: Brands have to become thinking of themselves
somewhat as publishers, that they have content, that they
have important information that people
want to engage with.
And that information may or may not have something
directly to do with the typical brand messages, but
have everything to do with the interests and passions of
their customers.
So there's a greater emphasis now on understanding who
customers and potential customers are, and what they
are interested in.